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Journal of Business Studies Quarterly
2012, Vol. 4, No. 1, pp. 64-73 ISSN 2152-1034
Review the Impact of Advertising and Sale Promotion on
Brand Equity
Zeinolabedin Rahmani, Payame Noor University, Sari, Iran
Hamidreza Salmani Mojaveri, Islamic Azad University, Tehran, Iran
Amin Allahbakhsh, Payame Noor University, Babol, Iran
Abstract
Today, establishing and achieving to strong and powerful brand is one of the priority for any
organization, because it follows a lot of benefits. The strong brand gives the possibility to
company for setting itself in the market, avoiding the company expose to danger by competitive
actions and having important role in cooperating and supporting the brand expansion chances.
In measuring and evaluating the brand equity, active marketing researchers firstly review the
concept of brand equity which is indicated the significant value of brand for producer, retailer
and consumer. Brand equity derives from the consumer’s perception from that brand and this
perception is changed by some factors. Brand equity couldn’t be realized and understood
without considering its resources i.e. factors which are effective in the creation and formation of
the brand equity in consumer’s memory. In this research we tried to present a functional and
clear definition of brand equity and its dimensions. Generally, in this paper, we have dealt with
the review of effective factors such as advertising and sale promotion in order to know how these
marketing tools affect on the brand equity. Finally, the widespread use of advertising and
reduction of sale promotion is suggested for brand equity. This paper also is presented some
suggests for future researches.
Key words: Advertising, Sale Promotion, Brand Equity, Brand
Introduction
In consumer marketing, brands mostly were the starting point of competitive suggests, so
that they can be crucial for success of organizations. Hence, it is important to manage brands by
strategic approach (Wood, 2000). The brand is the main property of the company (Aaker, 1996).
Brand equity shows difference in price in which a strong brand is attracted in its sale in
comparison with a medium brand (Aaker, 1996). Moreover, brand equity, by supporting
customer’s value, indirectly increases the value of the company. Brand equity and customer’s
value through increasing: “effectiveness and efficiency of marketing plans, brand loyalty, price
©JBSQ 2012 65
and profit margin, brand development, business leverage and competitive advantage” give value
to company (Aaker, 1996). From behavioral point of view, brand equity is very important in
making distinction points which is resulted in competitive advantage in non-price competition
(Aaker, 1991). An important Conceptual wisdom about brand equity is suggested a property
which is expected it to increase customers’ value and their intention for buying and enhance
market performance (Balduaf et al, 2003). In this paper, we will try to review subjective
literature pertaining to research topic, documentary, by using theoretic comparison in some
experimental research and finally we present a theoretic invention which is derived from
mentioned researches. At the end, after describing results and founding and mentioned cases
have aggregated , discussion, conclusion and functional suggestions and suggests which is
concerned with persisting simulated researches will be presented.
Problem expression and the importance of the subject
Despite of tremendous tendency to brand equity, few conceptual developments and
experimental researches are implemented to found that which of the marketing activities create
brand equity (Barwise, 1993). Until now, identifying brand equity is mainly emphasized and its
resources and development are ignored. Shocker et al believed that we must pay more attention
to develop a systematic sight of products and brands in order to specify how intangible assets
which are resulted from manager’s pricing, promotion, services and distribution decisions,
contribute with self-product to form brand equity and affect on buyer decision-making.
In response to this claim, this paper is studied relations between sale and advertising promotions
and brand equity. This research intending to find that how do these marketing actions increase or
decrease brand equity. There are a lot of brand equity models which is used from consumer
researches for measuring relative performance of the brand equity. These models do not
determine a financial value for brands, but they review consumer’s behaviors and perspectives
that is too much effect on the economic performance of the brand. These models often consist of
a large number of conceptual criteria such as: brand awareness, brand association, brand image,
brand knowledge, brand loyalty, brand identity and etc. Aaker’s brand equity model is fitted in
this category. Therefore, the output of this model is not only a financial value, but also it is
information that is helped managers in strategic management of the brand. Moreover, this model
is fitted in the customer-based approaches which is considered customer’s heart and opinion as
the source of the brand equity. Aaker’s Brand Evaluation Model is a powerful conceptual tool for
managers to understand the brand equity maker resources and identify the real origin of this
value. This awareness and cognition help managers to select more appropriate goals and
strategies for their brand and allocate their available sources in agreement with this goals and
strategies, efficiently.
The conceptual framework of the research
The conceptual framework of this research includes independent parameters (advertising
and sale promotion) and dependent parameters (brand equity and its dimensions).
Advertising
Advertising is any paid form of non-personal presentation and promotion of ideas, goods
and services and it is required price (Kotler, 2003). Among components of marketing integrated
Journal of Business Studies Quarterly
2012, Vol. 4, No. 1, pp. 64-73
66
communication model, advertising has more identified position than the other marketing
components, because costumers informed new products through advertising (Ryans and Ratz,
1987). In addition, advertising is minimized barriers between costumers and organization (Blech,
2001; Lopez et al, 2002).
Sale Promotions
Sale promotion consists of a set of various and different and often short period motive
tools which is used for consumer’s or buyer’s provocation to buy more and faster (Gupta, 1988;
Boddewyn, 1989; Neslin, 2002). Promotion tools consist of coupon, rewards, free samples,
discounts, advertising goods and etc.
Brand Equity
There are a lot of definitions for brand equity, but we point some significant definition
which is derived from several articles: A. Brand equity is a set of assets and commitments linked
to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or
service to a firm and/or that firm's customers (Aaker, 1991; Aaker, 1996). B. Brand equity is the
differential effect of brand recognition on consumer response to the marketing of that brand
(Keller, 1993). C. Brand equity is a power that a brand may have achieved it in a market because
of its name, sign and logo (Farquhar, 1989).
The Dimensions of the Brand equity according to Aaker’s theory
1- Brand Loyalty
Loyalty is an important concept in marketing strategy and as Aaker said the brand loyalty is
the center core of brand equity. Loyalty caused costumers spent less time for seeking
information. In 1992, Solomon showed that loyalty-based buying decisions might turn into a
habit and this may be resulted from current brand equity. The loyal customers would have
benefit for an organization in the reducing costs and implementing its works (Rundle and
Bennet, 2001). Moreover, loyalty can get a chance to company to react against threats such as
competition because as consumers become loyal to a brand they become less sensitive to a price
increase because of the product's ability to satisfy their needs (Graham et al, 1994).
2- Brand awareness
Brand awareness is recalled brand memorization power in customer’s mind. There are four
types of brand awareness: A) High mental awareness, B) Brand reminding, C) Brand
recognition, D) Unawareness (Bumm and Gon Kim, 2005).
The role of brand awareness depends on the level of awareness achieved. In the higher
awareness level buying the possibility of considering brand and the effect of awareness on
buying decision are increased (Rundle and Bennet, 2001).
3- Perceived quality
Perceived quality is the customer’s judgment about a product’s overall quality or superiority
of one goods or service in comparison with customer’s tendency to its substitutions (Simon and
©JBSQ 2012 67
Sullivan, 1993). For understanding perceived quality, recognizing and measuring main
dimensions will be useful. But perceived quality is a world structure and a summary. The brand
is linked with customer’s perceived quality; a perception which is only shows overall quality and
is not necessarily in concern with its trivial characteristics. High quality could be a base for
developing the domain of brand (Farquhar et al, 1991).
4- A set of brand dependents
Dependents are made a basis for loyalty and buying decision. Dependents could be made
value by below ways: process/information recovering and distinction are the reasons for buying
brand and making positive feeling and vision. Also, they are basis for developing brand’s domain
(Hosseini and Rahimi, 2007).
5- Other brand’s private property
First three groups of brand equity are indicated customer’s perceptions and reactions. The
forth is the customer’s base. The last group indicates the other brand’s private properties such as
franchises and registration rights, trademarks, channel relationships and etc. if brand’s properties
are prevented from competitors’ entry for weakening costumer’s loyalty, they have the most
valuation (Farquhar et al, 1991).
The background of the research
Rahil shams (2004) reviewed the relationship among selected marketing mix components
and brand equity of mobiles in young age group of Tehran city. In conceptual framework which
is proposed in this study, first marketing components are linked to various dimensions, and then
these dimensions are linked to brand equity. The results indicated positive effects of brand equity
dimensions on brand equity and strong effects of marketing mix components on these
dimensions.
Somayyeh Lagazian (2006) dealt with the consumer subject and the state of brand
equity’s evaluation (a study of hotel management industry). This research is dealt with the
review of the evaluation of brand equity (perception of quality, mental image, and brand
awareness) by the consumer’s cognitions in hotel management industry of Mashhad city. The
main issue of this research is that what factors are affected consumer’s cognitions in order to
show a brand in prominent form in his/her mind by this effect.
Seyfali Zarbi (2007) dealt with the evaluation of selected marketing mix components’
effect on brand equity. The data analyses results by using of structural equation model support
the hypotheses of the research in the case of direct effects of parameters on each other. Results
indicate the positive effect of brand equity dimensions on brand equity and strong effect of
selected marketing mix components on these dimensions.
Kim and Hyun (2010) presented a model for evaluating the effects of marketing mix’s
efforts and also for company image on brand equity in the software section of information
technology. The results indicated that all the efforts of marketing mix affected on overall value
of the brand equity which each of them are a representative of market operation through three
dimensions of the brand equity. The mental images of the company smooth the effects of
marketing mix on three dimensions of brand equity.
Journal of Business Studies Quarterly
2012, Vol. 4, No. 1, pp. 64-73
68
Chattopadhyay, Dutta and Sivani (2010) reviewed the medium mix which is affected on
brand equity (the study of wagon- making in India). In this research the effect of medium mix
component on brand equity dimension is examined. At a first time, buyers expect have level of
knowledge low than repetitive buyer, thus a different behavior from repetitive buyer is expected,
while structural knowledge of these two groups is expected differently, It is reasonable to expect
that they differently would like to have information in concern with product process /brand
equity and this is confirmed by results.
Rajh (2005) studied the effect of marketing mix components on brand equity. The results
indicated that the structural model has an acceptable level in proportion with experimental data.
Structural coefficient and estimated indirect effect coefficient specified the direction and the
power of each of the analyzed marketing mix component.
Hua (2005) studied the effect of marketing mix on brand equity. This study is done in
three classification, razor, soap and orange juice in Australia market to show brand equity’s
criteria and also to examine the proposed effects. Advertising in some media are found with
positive effect on brand equity and TV advertising have more effect on providing brand equity in
comparison with publishing advertising. The effect of promotion on brand equity was
complicated and only large promotion with negative effect on brand equity is found.
Villarejo-Ramos and Sanchez-Franco (2005) reviewed the effect of marketing
communication and sale promotion on brand equity. Results indicate positive effect of marketing
communication on brand equity and present strong protection from the criterion of perceived
quality, brand loyalty, brand awareness and brand image as a preface of brand equity.
Yoo, Donthu and Lee (2000), evaluated selected marketing mix and brand equity. Results
indicate that a lot of promotions such as price discount in concern with brand equity, while high
spend advertising cost, high price, good mental image and high distribution power in concern
with high brand equity.
Conceptual model of research
Conceptual model is starting point and basis for implementing studies and researches so
that it is specified desired parameters of the research and their relationship (Edwards et al, 2000).
Diagram 1: the relationship between advertising and sale promotions with brand equity
dimensions and brand equity
Advertising
Sale
promotion Brand
loyalty
Perceived
quality
Awareness by
brand
association
Brand
equity
©JBSQ 2012 69
According to related topical literature and regarding to similar implemented researches,
following model is proposed. Due to the spread of subject, the fifth dimension is ignored and
awareness and association (dependents) will be reviewed in another dimension.
The relationship between advertising with the dimensions of the brand equity
Advertising: researchers surely found that advertising is a successful factor to provide
brand equity, particularly where the sale promotion is failed (Boulding, Lee and Staelin, 1994;
Chay and Tellis, 1991; Johnson, 1984; Lindsay, 1989; Maxwell, 1989). Simon and Sullivan
(1993)
identified the positive effect of advertising. Cobb-Walgren et al (1995) found that spending
advertising costs has positive effect on brand equity and its dimensions. Advertising is an
external signal to show the quality of products (Milgrom and Roberts, 1986). Heavy investing in
advertising indicates that company invested on its brand which is evolved high quality (Kirmani
and Wright, 1989). Moreover, Archibald et al (1983) found that not only advertising just shows
high quality, but also make well profit. In addition, Aaker and Jacobson (1994) identified a
positive relationship between advertising and perceived quality. Thus, we could say that
advertising positively affects on perceived quality and subsequently brand equity. Advertising
play an important role in increasing brand awareness. Repetitive advertising program increase
the chance of paying attention to brand, simplify costumers’ selection and habituate the selection
of brand (Hauser and Wernerfeldt, 1990). Hence, advertising is positively concerned with the
awareness of the brand association which is increased brand equity. Moreover, advertising
attempts are positively concerned with brand loyalty because it is reinforced the brand awareness
and steer the viewpoints to the brand (shimp, 1997).
Price promotions: sale promotions, particularly price promotions (like: short term
reduction of prices such as specific sales, coupon, price discounts, repayment and …) made
believe that it is eroded brand equity during the time, while in short term period it is enhanced
the income. Sale promotions are not proposed as a way for providing brand equity because it is
easily duplicable and soon it is deactivated (Aaker, 1991) and only they are increased short-term
operation through sale provocation and change one name to the other name (Gupta, 1998). In
addition, repetitive price promotions may tow the low quality of the brand that in long-term
period endanger the brand because it is caused costumer’s confusion duo to difference in
expected price and observed price which is caused making the image of unstable quality (Winer,
1986). Costumers couldn’t predict the price of sale location but they could predict disruption
regarding to expected price and actual price which is negatively affected on brand equity
selection decisions and perceived quality which is resulted the reduction of the brand equity.
Also, sale promotions are not enough for providing brand awareness (shimp, 1997). Then, focus
on promotions neglected awareness advertising and subsequently brand equity. It is not appear
that price promotions in concern with brand loyalty, although they temporarily compatible with
changing one name to another name. They often failed in providing a new frequent sale pattern.
Brand equity and brand equity dimensions relationships
Brand equity is defined as the added value for named product in comparison to the
unnamed product. This is the result of three dimensions of the brand equity i.e. brand awareness,
perceived quality and brand loyalty (Yoo et al, 2000). The positive effect of these three
dimensions on total value of the brand equity is discovered in America and Korea inter-culture
study (Yoo and Donthu, 2002).
Journal of Business Studies Quarterly
2012, Vol. 4, No. 1, pp. 64-73
70
Discussion and Conclusion
Providing brand equity meant providing a powerful brand which is a successful strategy to
differentiate goods from those of competitor’s brands (Aaker, 1991). Brand equity is provided a
considerable competitive advantage, because it is provided significant competitive barriers.
Brand equity is developed by increasing perceived quality, increasing in brand loyalty and brand
awareness that each of them couldn’t be made or destructed in short term period, but they could
be made in long term period by well-designed investment. Therefore, brand equity is stable and
durable and the product with powerful brand equity is counted as a valuable asset for the
company. Our study is reviewed the importance role of the sale promotion for providing
powerful brand equity. Managers can use findings to adopt strategies for providing brand.
Regarding to implemented research two results is gained.
1- Advertising
Experiences and obtained results indicate that costumers tend to believe advertising
comments and assume that the probable function is according with their claim (Richins, 1995).
Therefore, when costumers exposed to frequent advertising, not only their awareness and mental
association increase, but also they gain more positive perception resulted in powerful brand
equity. One of the major reasons of customer loyalty reduction is the reduction of advertising. In
order to reinforce the views and beliefs that is in concerned with brand, advertising help to have
a powerful brand loyalty (Shimp, 1997). Regarding to numerous and multiple reasons, brand
image is complicated and advertising is a general way to develop the formation and manage this
image. Managers should invest on increasing brand equity in advertising with clear objectives.
2- Sale promotions
Through experimental presenting of the actual product, Promoting events with long-term
goals can provide brand equity which is helped to provide powerful, desired and unique
connections (koler, 2008). On the other hand, price reduction in short term period such as
amount of percentage may not be suggested for providing brand equity, even if they increase the
sale in short term period (Aaker, 1991; Yoo et al 2000). In industrial marketing promotion
activities such as seller and websites are often mentioned as the background of brand equity
dimensions (Sharma et al, 2001; Van riel et al, 2005). Since sale promotions make stronger and
more complete react, they can be used for better representing and sale increase in stagnation. But
it is noted that a tool is short term and in order to excel in goods and brand, brand managers
should apply it with long- term goals, because the costumers comprehend activities with low
quality. Instead of supplying sale promotion, managers should invest on developing brand
equity.
Recommendation for future researches:
As it is mentioned several times during this research, brand equity is one of the most
important competitive factors in past and present time that is ever-increasing spread and
companies want to make specific value more than other competitors. Brand equity may not only
make value for company and customers, but also can make value for personnel, stockholders and
©JBSQ 2012 71
managers, because it is only completed common factor which can be steered organization to
success (Schultz, 1998). Regarding to specific importance of the brand equity, a general suggest
is that researchers must pay more attention to the brand equity.
In this direction following suggests are listed:
Identifying possible effective components in effectiveness of the brand equity
Using of more classes of product including services, various subjects and the other cultures
Reviewing the effect of the attempts of marketing mix (price, place, product and promotion) on
brand equity.
Reviewing the role of mental image of the company in the effectiveness of marketing mix
components on brand equity
Reviewing relations between brand equity dimensions.
Reviewing types of variety form of direct criteria of the market activities such as sales volume,
market share and profit on brand equity.
Categorizing effective factors on brand equity according to their priority.
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